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Amaury Tréguer, Head of Social & Content at Hausmann Group
SEO, social and more:
Digital marketing for
your business
WiFi: QB Connect Password: Connect2017#QBConnect

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Who am I?
Amaury Tréguer
Head of Social & Content
Hausmann Group

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My main passions
&

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#QBConnect@QuickBooksAU
Digital facts & myths
Top 5 digital trends in 2017
How to win at digital
Key takeaways
Q&A
Agenda

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Digital facts & myths

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Attention is a currency, don’t waste it!

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Social media is free

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Renting social is good,
but owning is even better

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Number of are important
Instead, build your database!

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Content marketing automatically drives sales

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Think first

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Top 5 digital trends in 2017

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#1 Non-filtered social

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#2 Ad-blocking becomes mainstream

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#3 Rise of user-generated content

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#4 Social goes private

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#5 The continuous rise of social video

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How to win at digital

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Understand the value exchange
BRAND PEOPLE

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The planning methodology
RESEARCH INSIGHTS STRATEGY CREATIVE

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Research & insights

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Key research areas
GENERAL EARNED OWNED SEARCH

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General – key questions & tools
What is your audience? Any behavioural insights?
What is the customer journey for your category?
What are the latest trends in your category?
What is the wider cultural context?
GENERAL

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Earned – key questions & tools
Who is talking about your brand / category?
What are they talking about?
Where are the conversations happening?
What is the general sentiment?
Who are the key influencers & advocates?
EARNED

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Volume of mentions & sentiment about QuickBooks
Using Social Mention

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Most shared articles about QuickBooks
Using Buzzsumo

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Owned – key questions & tools
What is the profile of your followers?
What is the level of engagement? Compared to
your competitors? (per 1000 fans)
What are the drivers of engagement? Best & worst
performing content?
Any interesting campaigns that your competitors
are doing?
OWNED

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Who is reached by Morning Bondi content and how is it performing?
Using Facebook Insights

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Who is following me on Twitter?
Using DemographicsPro

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Search – key questions & tools
Who is visiting your website and your
competitors’ site?
Which pages are they visiting and how long are
they staying for?
Where is the traffic coming from?
What is the volume of search that your product or
service receives? What are the keywords?
SEARCH

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Top referring and destination sites for Intuit.com.au website
Using SimilarWeb

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Key questions about QuickBooks in Australia
Using Answer The Public

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Strategy & creative

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Your unique value proposition
BRAND PEOPLE
Where we want to land

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Key elements of your strategy
CONTENT ECOSYSTEM MEDIA ACTIVATIONS
YOUR UNIQUE VALUE PROPOSITION

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Content strategy elements
POSITIONING
CONTENT
PILLARS
TONE OF
VOICE
VISUAL STYLE CONTENT
TYPES

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The content pyramid
HYGIENE
HUB
HERO HERO
Large scale projects: PR events,
white papers or big research pieces
HUB
Regular, timely and expert-led content
HYGIENE
Always available content; website
and product specification brochures

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Content framework
++VALUE RELEVANCY TALKABILITY
Content your followers
can’t get anywhere else
Content that makes
sense for your followers
and your brand
Content worth sharing

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The 6 Q’s of digital content
Who is it for?
• Have I used the right
language/tone of voice?
• Does it speak to my target
audience?
Why am I posting this?
• Does this content add value?
• Does it fit with brand values?
• Is it topical/relevant?
What do I want to achieve?
• Is it optimised for engagement?
• Does it have a single call to
action?
• Do you need to consult a
designer to improve the visuals?
When am I posting this?
• Is this the best time of day
to get engagement?
• Think about when your
audience will be online
• Has anything changed
since I wrote it that means I
shouldn’t post?
Where am I posting this?
• Is it optimised for the
platform?
• Refer to platform-specific
guidelines to ensure it’s
good to go.
How else can I say this?
• Can I say it in fewer words?
• Keep rewriting the copy until
you get it right.

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Role of digital platforms (in very brief)
Core platforms of your ecosystem
Building and segmenting your database
Targeted reach and traffic driver to sites
More aspirational view and BTS
Media & influencer relationships
B2B relationships & thought leadership
Talking to Gen Z, their way
Hosting all video content for SEO purposes

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 Is there a clear purpose for the channel?
 Is the channel for a specific campaign or relevant all year long?
 Is the targeted audience on the channel? How active are they?
 Is there an articulated content strategy in place?
 Do we have sufficient resource to maintain the channel on an ongoing basis?
 Is there ongoing paid media support?
Ecosystem selection criteria

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• Maximise the reach of the content to the relevant audience
• Boost brand awareness amongst the audience
• Grow your social footprint and database
• Build community engagement
• Increase traffic to owned channels
Key paid media objectives

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Key paid media targeting
DEMOGRAPHICS INTERESTS
& SEARCH
CUSTOM
AUDIENCE
LOOKALIKE
AUDIENCE
RETARGETING

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• Define what success looks like based on your customer journey
• Monitor the performance of your digital efforts vs competitors
• A/B testing is key to optimise results
• Take controlled risks and track results
• Stay up-to-date with digital news and trends
Ongoing monitoring and optimisation

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ClickZ
HubSpot
Jeff Bullas
SmartBrief
Social Media Examiner
Social Media Explorer
The Next Web
TechCrunch
Think with Google
Key social & digital resources

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1. Social media is not free anymore
2. Capitalise all your efforts on your owned platforms and database
3. Crack the “WHY” you do, what you do
4. Identify this value exchange between your brand and your audience
5. Listen before you speak – research is key to nail your online strategy
6. Create valuable and relevant content worth sharing
7. Use the power of paid media to reach your audience
8. Monitor your efforts on a regular basis
9. Stay up-to-date with digital news and trends
10. Success will come but it takes time and efforts – give more than you take!
Key takeaways

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Questions?

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